Krencia — 10+ Years of Seasonal Brand Direction (2009–2019)

Krencia is a sweater manufacturer and wholesale brand, still active today. For over a decade, I was responsible for the brand's seasonal visual identity across photography, print, and web.

The Challenge: Keep a wholesale brand fresh and recognizable through constant seasonal renewal, delivering new visual concepts several times a year while preserving a consistent brand identity for retailers and resellers.

The Approach: Each season was treated as a complete visual system. Every year we produced 2 to 4 photo campaigns, a printed catalog designed around a clear editorial grid and typographic hierarchy, and a fully redesigned website, twice a year in the early years, built in Flash and JavaScript, the standard for rich web experiences at the time.

Solution: A long-term, integrated creative partnership in which campaign photography, catalogs, and web evolved together each season, adapting to changing trends and technologies while keeping a clear path from browsing to ordering for wholesale buyers.

Impact: More than 10 years of continuous collaboration and dozens of seasonal campaigns, supporting the brand's growth as it remains active today.